99 Cents Only Stores

A California icon, everyone knew the 99 Cents Only Stores, or thought they did. Extreme bargains were a given, but research showed people didn’t believe it had brand names and fresh produce. To convince them, we leaned on the treasure hunt store atmosphere for transit stop, digital and social ads, forming the number “99” again and again out of products.

It culminated in a 371-store chain-wide “9/9 Day” on Sept. 9th featuring a Guinness World Record Breaking “99” on the Rose Bowl field using all 16,076 brand products (later donated to charity). The event featured the 99’s typical over-the-top exuberance with shopping sprees, three wedding vow renewals at the stores, photo ops with Dodgers players and the chance to win flatscreen TVs and 6-foot teddy bears. It earned 238 million impressions.

With the team at Meaningful Works.